Market-Mediated Collaborative Consumption in the Context of Car Sharing

We examine the collaborative consumption (Felson and Spaeth 1978) in the marketplace within the context of car sharing (e.g., Zipcar). We conducted 45 semi-structured interviews with Zipcar customers to help develop a market-mediated model of collaborative consumption. We investigate consumer motivations for participating in car sharing, compare and contrast the model with car ownership, and investigate the role of the company in mediating the model. Our results highlight the lack of brand community, the paradox of freedom within car sharing, and the lack of responsibility present in the model. We discuss the implications of our findings for theories of brand building, brand community, and gift giving/sharing (Belk forthcoming).



Citation:

Fleura Bardhi and Giana Eckhardt (2010) ,"Market-Mediated Collaborative Consumption in the Context of Car Sharing", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 65-68 .

Authors

Fleura Bardhi, Northeastern University, USA
Giana Eckhardt, Suffolk University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Liminal Motherhood: Relational Partners Experience of Liminality

Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

Featured

Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More

Featured

B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.